Haier Appliances India has announced its continued partnership with JioHotstar as the digital streaming partner for TATA Indian Premier League (IPL) 2025. This marks the third consecutive year of collaboration between the appliance brand and the streaming platform for India’s most-watched cricket tournament.
Strategic Sports Marketing Initiative
Haier’s renewed partnership with JioHotstar for IPL 2025 follows its recent association with the ICC Men’s Champions Trophy 2025. This forms part of Haier’s broader “Sport-O-Tainment” strategy, which aims to connect with younger audiences and sports enthusiasts across India.The company’s consistent investment in major sporting events has played a crucial role in establishing Haier as a leading brand in the consumer durables market. By aligning with cricket, a sport that transcends boundaries and unites millions of Indians, Haier is strategically positioning itself to enhance brand recognition and emotional connection with consumers.
Building on Previous Success
This partnership builds on the success of previous collaborations, where Haier leveraged JioHotstar’s massive digital reach during IPL seasons. With IPL 2024 breaking viewership records across platforms, the 2025 season promises even greater exposure for brands associated with the tournament.NS Satish, President of Haier Appliances India, emphasized the significance of this partnership: “Our continued partnership with JioHotstar as the Digital Streaming Partner for IPL 2025 reflects our commitment to connecting meaningfully with consumers across the country. Cricket holds a special place in the hearts of millions of Indians, transcending beyond sport to become a cherished part of our culture and celebrations.”
Targeting Premium Consumers
The IPL’s diverse audience, which includes young viewers, premium consumers, and families across India, aligns perfectly with Haier’s target demographic. The tournament’s regional appeal, with fans passionately supporting their home teams, also allows Haier to strengthen its presence in various markets throughout the country.”IPL presents an unparalleled platform to engage with young audiences, premium consumers, and Indian households alike. As one of India’s most celebrated sporting events, IPL, through its coverage on JioHotstar offers a powerful opportunity for us to expand our reach, strengthen brand visibility, and build deeper emotional connections with cricket fans,” added Satish.
Looking Ahead
As the TATA IPL 2025 approaches, Haier’s strategic partnership with JioHotstar is expected to significantly enhance the brand’s visibility during one of India’s most-watched sporting events. This collaboration reinforces Haier’s commitment to innovation and consumer engagement while celebrating India’s passion for cricket.The partnership comes at a time when digital viewership for sporting events continues to surge in India, with platforms like JioHotstar seeing unprecedented growth in user engagement during major tournaments. For Haier, this presents a valuable opportunity to connect with consumers across diverse demographics and strengthen its position as an industry leader in the competitive consumer durables market.
